Is the latest iPhone a good value? Should you accept that promotion you’ve been offered? Should you pay to have someone come and fix your leaky toilet or fix it yourself? Although we might delude ...

The process of marketing a new product or service begins when you create a frame of reference. Essentially, the frame of reference is the way your product is perceived by the market and consumer; for ...

How can you establish a connection between your products and the customer’s decisions, while informing the experiences you create? Ian Jindal ponders how retailers can create the frame of reference ...

The word “frame” immediately evokes the image of either a supportive or a limiting structure. Let it be a picture or spectacle frame, a research design, framing someone with false accusations, framing ...